The following key messages underpin VTIC’s Tourism is Victoria’s Business campaign.

VTIC members and the broader tourism and events industry are encouraged to use these key messages to promote the campaign with their local representatives and the broader community.

  1. Tourism is one of Victoria’s fastest growing industries and delivers over $25 billion to the state economy
  2. Tourism and events employ over 214,500 Victorians – that’s 7 percent of the state’s workforce
  3. The industry is poised for unprecedented growth, but needs Government investment to realise its full potential
  4. Targeted investment in infrastructure, transport, marketing, events and people will create thousands of new jobs in the industry and boost visitor expenditure
  5. Without government action, Victoria risks losing ground to other states and competing international markets.
  6. VTIC’s campaign – Tourism is Victoria’s Business – provide a Five Point Plan to create jobs, support business and grow the visitor economy.
  7. For more information about the campaign, visit

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Please contact VTIC for further information